Pixalate sat down with Karim Rayes, Chief Product Officer at RhythmOne — a cross-device supply-side platform (SSP) — to discuss ad fraud and steps that can be taken to achieve a clean programmatic supply chain.
RhythmOne stresses the importance of supply path optimization
We asked Rayes how the conversation around ad fraud has evolved over the years, and also asked him to weigh in on what publishers can do to ensure a clean supply chain:
Supply path optimization. Rayes says the industry is approaching ad fraud in new ways, noting that the conversation now revolves around supply path optimization. The conversation includes validating partners and relying on third-party measurement — not just the latter.
Understand your partnerships. Rayes says suppliers are working with fewer buyers compared to years ago. The main reason: Publishers need to be able to control their supply path.
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Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”